Course Language: German

Content

Introduction and the Concept of Marketing
The course begins by emphasizing that marketing is not, as sometimes superficially assumed, merely about advertising and sales. Rather, marketing is primarily concerned with the creation of value, which is essential for long-term success in a competitive environment. Considerations of value creation should, for example, be central already during the product development process and determine entrepreneurial decisions in the areas of positioning and target group selection.

Human Judgment and Consumer Behavior
The course introduces fundamental concepts of human perception and judgment. Topics include dual-process models, possible perception biases, and emotions as sources of information. In addition, key aspects and constructs of consumer behavior are explained.

Strategic Marketing Decisions and Marketing Instruments
The course then addresses strategic marketing decisions, including positioning and segmentation, product management with a focus on product innovations, as well as aspects of pricing, communication, and distribution management.

Market Research
Finally, the course provides a brief introduction to market research. (Students interested in empirical research and its methods are referred to the course “Introduction to Empirical Research” offered by the chair as part of the elective area “Supplementary Studies” in the Bachelor’s program.)

Contact hours and ECTS: Lecture and tutorial, 3 contact hours per week (TWS), 4 ECTS credits
Trimester: Winter trimester in the first year of study (2nd trimester)